Some Czech e-shops already handle so many foreign orders via Allegro.cz that they account for up to half of their turnover. This is according to fresh material published by Allegro in Deník N, which adds to the picture of how quickly the Polish marketplace is establishing itself in the Czech Republic. The platform states that it connects 21 million active shoppers across the region, 3.3 million of which are in the Czech Republic and Slovakia. This is an interesting offer for small and medium-sized Czech merchants — immediate access to customers who would be very difficult to reach via their own website.
Where is the hare running?
Allegro itself is not new in the Czech Republic — it entered the local market years ago. What is changing now is level of integration. Allegro announced direct integration into Shoptet, the most widely used Czech e-commerce platform, in April 2026. The function is directly in the Shoptet administration, sellers activate it like any other function and do not have to connect a third party in a complicated way. The marketplace also supports Baselinker, Mergado and its own API. For new merchants, there is a welcome program with 180 days without commissions and without account management fees, and since April 2026, an AI assistant has been operating that analyzes the performance of a specific account in real time and recommends adjustments to the offer.
In practice, this changes the approach for Czech small businesses. If until now, expanding abroad meant opening your own localized website, hiring a foreign PPC agency, building a foreign domain and logistics, the marketplace approach reduces the same thing to "I upload a catalog, pay a commission on sales, the platform does the marketing". So for someone who would otherwise not expand at all, it is disproportionately better than nothing. For brands that want to build their own brand abroad, however, it is a supplement, not a replacement.
What does this bring you?
For your e-shop that already operates in the Czech Republic: Calculate if you have a price advantage on Allegra. The marketplace commission (after the 180-day welcome program ends) is in the order of 5–15 % depending on the category, plus fees for additional services. This must fit into your margin. If you have a product with a margin of 20 % and logistics to Poland + 8 % for payment processing in euros and zlotys, this is a borderline business for your company.
Logistics and returns: Allegro requires fast delivery. If you do not have a partner in the region, your delivery time will be longer and the risk of complaints will increase. It is worth comparing the costs of your own forwarding vs. a partner warehouse in Poland.
Payments and currency conversions: Do you accept payments in foreign currencies? The key is to know what exchange rate Allegro calculates for you, whether payments are made in EUR, PLN or CZK, and how long it takes to settle. For higher volumes, consider a separate multi-currency account (Wise, Revolut Business, or a standard bank account in EUR in a Czech bank) — you will typically save 1–2 % on conversion.
VAT OSS: Foreign sales mean the obligation to register VAT One-Stop Shop within the EU. If you are currently only selling in the Czech Republic, this is the moment when your accounting agenda expands.
What should you bring?
- Test Allegro during the 180-day free trial with a narrow selection of best-selling products. Don't upload your entire catalog at once if you don't have the capacity to handle demand.
- Calculate the economy in foreign currency: selling price minus Allegra commission minus logistics minus VAT minus currency conversion = your margin. If it comes out negative, the marketplace makes no sense for you in this category.
- Arrange an OSS with the financial administration before your first foreign order. Without OSS, you will have to register for VAT in every country you sell to over the limit. Find out more here.
- Assess a foreign currency account. For volumes above ~50,000 CZK/month in foreign currency, this will be reflected in conversions.
- Don't bet everything on the marketplace. Allegro is a great channel for testing, but you build your brand and repeat purchases on your own website. Think of Marketplace as an acquisition channel, not a strategy.
Glossary of terms
- Marketplace — an online marketplace where many sellers offer products under the banner of a single platform (Allegro, Amazon, eBay, Mall, Notino as a platform).
- Commission — the percentage of the selling price that the marketplace charges for brokering the sale.
- OSS (One Stop Shop) — VAT registration regime for sales to other EU countries. Instead of registering in each country, you declare VAT once in the Czech Republic.
- API (Application Programming Interface) — a programming interface through which you can connect your e-shop to the marketplace without manually uploading products.
